"In a way that people couldn’t ignore.”
The New Zealand outdoor brand Macpac has released a precarious campaign that builds on the brand’s existing ‘Weather Anything’ platform.
The campaign, created by The Monkeys, part of Accenture Song, showcases Macpac’s high quality and dependable gear by dangling a trio of unfazed hikers from the edge of a cliff.
Maria Glass, acting GM of marketing for Macpac, said: “Macpac gear is designed and tested by some of New Zealand’s best alpinists in some of the world’s toughest environments, so it’s great to demonstrate this in such a distinctive and memorable way."
Joe Sibley, creative director for The Monkeys Melbourne, said: “We wanted to show just how durable and reliable Macpac gear is, in a way that people couldn’t ignore.”
Hugh Gurney, creative director, The Monkeys Melbourne, said: “We watched Cliffhanger, and Cliffhanger 2 (2 Cliff, 2 Hanger) and realised cliffhanger moments are called so for a reason -- you can’t look away.
"So, we just added a Macpac jacket, some deadpan Kiwi delivery and a little special Shatford sauce and it ended up pretty great.”
Directed by Damien Shatford from Sweetshop, the integrated campaign launches this week in Australia and New Zealand across, TV, outdoor, social, online and in-store.
Credits:
Client: Macpac
Managing Director: Cathy Seaholme
Acting GM of Marketing: Maria Glass
Creative Agency: The Monkeys, part of Accenture Song
Chief Executive Officer: Paul McMillan
Chief Creative Officer: Ant Keogh
Chief Strategy Officer: Michael Derepas
Strategy Director: Dave Collins
Creative Directors: Hugh Gurney & Joe Sibley
National Head of Production / Producer: Romanca Mundrea
Production Coordinator: Genya Mik
Group Account Director: Vicky Mockler
Account Director: Ella Goldberg & Jenny McLarney
Account Manager: Grace Tenaglia
Media Agency: OMD
Production Company: Sweetshop
Director: Damien Shatford
Producer: Katie Kempe
Managing Director/Executive Producer: Edward Pontifex
Executive Producer (AUS): Greg Fyson
Executive Producer (NZ): Ben Dailey & Kate Roydhouse
DOP: James Brown
Editor: Simon Price
Colourist: Matic Prusnik
Online/VFX: Stuart Bedford
Sound House: Squeak E Clean Studios
Sounds Design: Paul LeCouteur & Ceri Davies
Photographer: Vaughan Brookfield
Retoucher: Dave Mercer
Stills Producer: Katherine Muir
